市场营销外文翻译
外文原文及翻译
Internet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.
网络营销作为一种有效的直接营销策略，网络营销可检测和测量，也可以评估和控制。因此，网络营销可以大大提高销售的效率和营销决策实施的有效性。
Enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.
企业也可以通过互联网和与工作有关的公司和组织建立关系，实现双赢发展。互联网是一个频道间通讯最便宜的，它能帮助降低企业对企业的供应商、经销商等建立协同合作的成本。在前面的例子就像计算机公司联想，通过建立与经销商间的电子商务系统和管理信息系统信息共享，降低库存成本和交易成本，和精诚合作的正反两面。应用网络有关的战略理论将在后面详细的营销服务网络。
Marketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. It emphasizes
the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: the traditional advertising and marketing staff. In traditional advertising, consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.
对营销理论是柔软的工业经济时代的大规模生产为主要特征的“强大的销售”的新理论，理论表明，当顾客购买的产品不仅满足基本生理需要，而且能够满足精神和心理层面的需求。因此，软营销是最重要的特点之一，是强调了企业营销活动的同时尊重消费者的情感和身体的需要，让消费者能够舒舒服服地主动接受营销活动的企业。最能体现传统营销活动的特点是一个强大的市场推广分两种：传统的广告和营销人员。在传统的广告，消费者往往被迫被动接受广告讯息的轰炸，其目的是通过持续不断的方式在消费者的心中传递信息，消费者是否愿意则不被考虑，营销人员、市场营销人员这样做的目的是出售的需要，市场营销人员根据自己的的决定进行有说服力的营销活动。
On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to send E-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of
virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory on network application software in the network marketing sales strategy specific details.
在互联网上，由于信息的交流是自由、平等、开放、交互的，强调的是互相尊重、沟通、在线用户更加注意隐私保护。因此，使用传统的营销手段的一种强劲的势头在互联网上进行营销活动一定会适得其反，如美国公司美国在线(AOL)已迫使他们的用户发送电子邮件广告，结果导致用户的一致反对，很多用户同意对美国在线(AOL)公司服务器进行电子邮件报复，结果是美国在线(AOL)的电子邮件的邮件服务器处于一个瘫痪的状态，最终不得不道歉平息公众的愤慨。在因特网上开展营销活动，特别是促销活动，必须遵循一定的规则。网络虚拟社区的形成，有些也被称为“网络规范(错字)”。网络营销是在柔性的典范规则可循的基础上，利用销售达到聪明一种细微的效应。营销理论在网络应用软件在网络营销策略的具体细节。
Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play an important role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.
互联网上的角色,你可以通过营销4P(产品/服务、定价、分销、宣传)发挥具有约束力的重要的作用。网络上使用传统的4P营销组合就可以更好的与客户为中心的客户、成本、4Cs(方便,通讯)结合。
1. Products and services to customers as the center
1、产品和服务,以客户为中心
As the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to
provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computer components of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.
随着互联网上非常良好的互动，通过互联网指导用户，企业选择不同的产品、服务或具体要求，对企业的顾客选择的基础上，生产和要求，并及时提供及时的服务；另一方面，企业也可以赶得上周围的客户需求和客户需求按照及时生产和销售团体提供生产效率和市场的有效性。像美国戴尔这样的电脑销售公司，在1995年遇到了损失，但在1996年，他们通过国际互联网销售公司的电脑，表现为100%的增长，由于客户通过国际互联网，你可以设计在该公司的主页来选择和组合的计算机，该公司生产部门立即在提出要求时生产，并通过发送的邮政服务公司，公司可以实现零库存生产，特别是在价格急剧下降的计算机元件的时代，零库存不仅会降低库存成本，还可以避免也是因为损失所带来的高价库存。
2. Customer acceptable cost pricing
2、客户可接受的成本定价
The cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of new customers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server
program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.
传统的生产型定价的成本在市场营销中是必须丢弃的。新客户的价格应该建立在可接受的成本定价上，并基于成本来组织生产和销售。以客户为中心”企业定价、客户必须确定市场需求和价格的公认标准，否则成本对顾客接受定价是空中楼阁。互联网业务可以很容易实现客户可以接受的成本，通过互联网业务的成本按照客户提供灵活的产品设计及生产程序为用户前来选购，直到确认后，客户同意产品的生产和销售机构，所有这一切都在公司指导下，不需要特殊服务的，因此，成本极低。目前，美国通用汽车公司让客户在互联网上通过公司自身的制导系统的设计和组装的机动车辆的来满足他们的需要，用户首先决定接受的价格标准，然后根据价格上限系统符合要求的风格展示工具，用户也可以适当的改变，公司生产的最终产品只是为了要达到客户要求的价格性能比。
3. Products to facilitate the distribution of customer-oriented
3、为了便于分布的产品客户导向
Network marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a LuolinZinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, the company is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production of steel to each other online.
网络营销是一对一的分销渠道，交叉销售订单的时机，用户可随时随地通过互联网购买产品。以法国钢铁制造商ZinoxLuolin为例，公司成立于8年前，因为引进了电子邮件和世界秩序系统，所以加工时间从15天缩减到24小时。目前，公司正利用互联网来提供比竞争对手更有效率的服务。公司的内部网络和汽车制造商建立联系，以便他们可以在线要求对方后马上生产。
4. Repressively turn promotions to strengthen communication and contacts with customers
4、强制性转的促销活动来加强沟通和接触与客户
Is the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.
传统的企业通过一定媒介压迫顾客，以加强公司客户的忠诚度，并接受客户是被动的缺乏与客户的交流与联系的同时高成本的公司销售业务。网络营销是一种一对一和互动，客户可以参与公司的营销活动。所以互联网可以加强与客户的交流与联系，能更好的了解客户的需求，吸引越来越多的顾客注意。美国公司雅虎的新星(雅虎!)公司开发一种网络信息检索工具，可以在线对比分类，这批产品的品质是高度交互的，用户可以认为为他们的分类信息是重要，雅虎公司立即加
入了为其他用户使用的分类信息产品，所以不用为他们的产品做非常熟悉的广告，在短短两年内这个公司的股票市场价值数十亿美元,比上年增加多达数百倍。
零售企业营销策略中英文对照外文翻译文献
零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)
译文： 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是，现在这一切都已变得面目全非了。现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。顾客变成了精明的采购员，对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。 现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确：
市场营销_外文翻译_外文文献_英文文献_顾客满意策略与顾客满意
顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服
网络营销外文翻译
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市场营销专业术语中英文对照标准翻译 本文为市场营销中经常用到的一些中文与英文互译的标准用语，希望对市场营销从业人员有所帮助。 《财富》杂志Fortune 案头调研Desk Research 奥美公司Ogilvy & Mather 白色商品White Goods 百乐门Parliament 百威啤酒Budweiser 包裹销售法Banded Pack 宝洁公司Procter & Gamble 宝丽来Polaroid 宝马BMW 边际成本Marginal Cost 边际收益Marginal Benefit 标准差，均差Standard Deviation 别克Buick 波立兹调查公司Alfred Politz Research, Inc 波旁王朝Ancient Age Bourbon 波特福洛分析Portefolio Analysis 产品差异Product Differentiation 产品生命周期Product Life Cycle 产品系列Product Line 产品组合Product Mix 阐述Presentation 超级市场Supermarket 成对比较法Paired Comparisons 成功的理想主义者Successful Idealist 承诺型消费者Committed Buyer 程度测试Tachistoscope 橙色商品Orange Goods 冲动购买Impulse Buying 重叠率Duplication 抽样Sampling 传销Pyramid Selling 传阅发行量Pass-on Circulation 词语联想法Word Associaton 刺激营销Incentive Marketing 促销Promotion 达彼思广告公司Ted Bates & Copany 大卫·奥格威David Ogilvy 戴比尔斯De Beers
营销渠道中英文对照外文翻译文献.doc
本科生毕业设计（论文）外文翻译 学院：商贸学院 学号： 120134030 专业班级：市场营销1301班 学生姓名：宫超 指导教师：赵丹 年月日 Marketing Channels and Value Networks Most producers do not sell their goods directly to the final users between them stands a set of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel also called a trade channel or distribution channel .Formally marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption. They are the set of pathways a product or service follows after production culminating in purchase and use by the final end user. Some intermediaries-such as wholesalers and retailers-buy take title to and resell the merchandise they are called merchants. Others-brokers manufacturer’s representatives sales agents-search for customers and may negotiate on the producers behalf but do not take title to the goods they are called agents. Still others-transportation companies independent warehouses banks advertising agencies-assist in the distribution process but neither take title to goods nor negotiate purchases or sales they are called facilitators. The Importance of Channels A marketing channel system is the particular set of marketing channels a firm employs and decisions about it are among the most critical ones management